Bordeaux producers court Denmark

10th September 2004, Comments 0 comments

COPENHAGEN, Sept 9 (AFP) - A delegation of producers from the prestigious French wine-growing region of Bordeaux launched a major campaign here on Thursday try to convince Danes to start drinking their wines again.

COPENHAGEN, Sept 9 (AFP) - A delegation of producers from the prestigious French wine-growing region of Bordeaux launched a major campaign here on Thursday try to convince Danes to start drinking their wines again.  

"Denmark is an extremely important country for us," said Vincent Fabre, president of the union of wines for the Medoc and Haut Medoc region, which produces some of the world's most legendary bottles.  

"That is why we are here, to remind people of our existence, to show we are determined to be more efficient, to move our wines forward and to adapt to changing tastes of customers, who want wines that can be drunk on their own."  

Wine trends in Denmark perfectly illustrate the severe hangover affecting the entire French wine industry and why the Bordeaux vintners have targeted it for special attention.  

Helpfully, the Danes consume more wine per head than anyone among non-producing nations in the world. Yet in terms of volume, exports of Medoc wines - traditionally France's finest - plummeted by a whopping 29 percent in 2003 over the previous year.   The value of exports was down too: by nine percent over the same period to EUR 17.3 million (USD 21 million).  

These results are consistent with a more generalised pattern in wine consumption that has rattled French producers.   

Overall wine exports from France, not including Champagne, are down around nine percent so far this year, confirming a declining demand for French labels as other countries like Australia and the United States refine their aggressive marketing strategies.  

At home, French consumption is also falling away as consumers change their habits for health reasons or bow to much stricter drunk-driving checks.  

Fabre ruled out winning back the Danes with price cuts.  

"We have quality wines, and the best value for money ratio of all our competitors," he said.  

"The Danes remain great connoisseurs of wine. They were the 7th most important customers in terms of export earnings and the eighth in terms of volume in 2003," he added.

© AFP

 

Subject: French News

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